Slideshow Transcript

1. Slide 2: Brands, services and products: a perspective from Design Wales 14th February 2007 Coventry
2. Slide 3: What is Design Wales ?
3. Slide 4: Global interest in design: National and regional economic development policy is based on innovation & entrepreneurship. Design is a key element in the realisation of innovations by enabling new ideas to reach the market.
4. Slide 5: Design Wales provides design support for Welsh industry. Funded by the Welsh Assembly Government.
5. Slide 6: Based in Cardiff at the National Centre for Product Design & Development Research (PDR) All support provided free of charge. 10 staff.
6. Slide 7: LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 ENQUIRIES REGIONAL SECTOR-SPECIFIC ONE-TO-ONE ADVICE WORKSHOPS SUPPORT FROM SPECIALIST DESIGN ADVISORS Telephone and Brand Essentials Branding and Branding e-mail regular and packaging for the Packaging advice lines regional brand Food Sector Product Design workshops Eco Design Colour & trend Fashion and Textiles prediction for the Graphic Design Fashion & Website Design Textiles industry New Product development in the manufacturing sector Minimum 200 Minimum 30 Minimum 8 events p.a. Minimum 800 enquiries p.a workshops p.a. advisory visits p.a.
7. Slide 8: Issues addressed Design process Consultant selection Sourcing finance Market intelligence/definition Project management Intellectual property Manufacturing options Licensing opportunities Design management Implementation of CAD Recruitment of in-house design staff
8. Slide 9: CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING Product Organic traditionally milled flours Target Market Whole food Distributors Restaurateurs Bakeries Retail outlets Brand Values Traditional Organic Artisan Premium
9. Slide 10: CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING Brand Values Traditional Organic Artisan Premium
10. Slide 11: CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING “The whole business has just escalated in the last two and a half years… we have gone from doing a 1/4 of a ton a week to 6 to 8 tons a week” Matt Scott – Bacheldre Mill
11. Slide 12: CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING We started off just supplying local stores and now we are available from Winchester down south, right up to Inverness Matt Scott – Bacheldre Mill
12. Slide 13: CASE STUDY of BACHELDRE MILL FLOUR RE-PACKAGING “Every time that people see the brand in magazines and it is always linked to good quality products, your brand is strengthening and growing and so it just gives you more reason to stretch the brand and bring other products out”. Matt Scott – Bacheldre Mill
13. Slide 14: International & UK Networks of design support organisations
14. Slide 15: Case studies for schools from cow to consumer
15. Slide 16: A competition for students
16. Slide 18: Martyn Raymond – The Future Laboratory Ralph Ardill – Guinness Storehouse Wally Olins Paul Bello - Orange
17. Slide 19: Service Design
18. Slide 20: From packaging a single item to….
19. Slide 21: Being consistent with your brand and message to…..
20. Slide 22: Providing an experience and belonging.
21. Slide 25: An important difference between services and manufactured product is that services can’t be stored…. you have to get it right at the point of production
22. Slide 26: The five pillars: Systems, Value, People, Journeys, Propositions Source: Engine Group
23. Slide 27: Journeys Touchpoints Value Propositions
24. Slide 28: Journeys Mapping journeys for different customers
25. Slide 29: Source: Engine Group
26. Slide 30: Source: Engine Group
27. Slide 31: Touchpoints Advertising Other customers Self service Events Devices Answer phone Website Bill Events Shop
28. Slide 32: Value Understanding what customers value Understanding where your service can generate value
29. Slide 33: Propositions The packaging of a service Why What Where When For who With who helped by a consistent brand..
30. Slide 34: Brand Design
31. Slide 35: Why create a brand? Branding creates a valuable asset Branding adds value Branding provides a sense of customer security Branding can create an emotional attachment to products and companies (brand loyalty)
32. Slide 36: The components of a brand... What are the values of the company/product/service. (Make a list and try and group them to identify any common themes). Personality
33. Slide 37: The components of a brand... What kind of experience/service can the customer expect? You should be able to reduce this to one or two Promise sentences. This might become your strapline – used to endorse your brand identity. Personality
34. Slide 38: The components of a brand... If the performance does not reflect the Promise and Personality it will not be effective in retaining Performance customers – customers will not trust the messages it portrays for long. Promise Personality
35. Slide 39: Performance Promise Personality
36. Slide 40: Working with a designer
37. Slide 41: An appropriate process is important.
38. Slide 42: developing a design brief Know what you really want and how to ask for it Checklist:  What is your product/ service?  Who is your target market?  What are the brand values of your product/service?  What is your budget?  What is the timescale?
39. Slide 43: finding a designer Options External design company Employ an in-house designer
40. Slide 44: working with a designer Before the project begins make a project agreement Make sure you are clear about what the designer will be providing and get it in writing Have a timeframe/deadlines for project Have a breakdown of cost
41. Slide 45: choosing a designer Portfolio Personality Value for money
42. Slide 46: Example of service brands
43. Slide 47: case study: GREYMATTER Product/Service B2B support service offering advice on strategy and innovative thinking in business. Delivered through training and mentoring sessions. Target Market SME’s Directors Decision makers
44. Slide 48: case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative
45. Slide 49: case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative
46. Slide 50: case study: GREYMATTER Brand Values Quality Professional Reliable Believable Established Clean cut Innovative
47. Slide 51: case study: BODLON HAMPERS Product Welsh hamper company supplying quality welsh foods and offering an alternative to traditionally packaged hampers. Target Market Hotels Corporate gifts Tourist industry Welsh Tourist Board
48. Slide 52: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive
49. Slide 53: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive business card, letterhead, comp slip
50. Slide 54: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive photography reflecting brand values
51. Slide 55: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive product seals used to brand unbranded items
52. Slide 56: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive product seals used to brand unbranded items
53. Slide 57: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive Swing tags. String options reflecting brand values
54. Slide 58: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive Swing tags. String options reflecting brand values
55. Slide 59: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive Tissue paper. Emphasis premium nature of hampers
56. Slide 60: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive Tissue paper. Emphasis premium nature of hampers
57. Slide 61: case study: BODLON HAMPERS Brand Values Contemporary yet traditional Homely Honest Quality Natural Bi-lingual Emphasis on welsh produce Exclusive Stickers and seal to reinforce brand
58. Slide 62: case study: LEAH PHOTOGRAPHY Service Candid and documentary style wedding photography Target Market Women 20-40 Project Objectives To develop the Leah Photography brand to reflect an aspirational, contemporary and quality service.
59. Slide 63: case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural (in the nature of the service) Friendly and approachable Traditional Real
60. Slide 64: case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 01
61. Slide 65: case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 02
62. Slide 66: case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real Initial concept 03
63. Slide 67: case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real developed concept
64. Slide 68: case study: LEAH PHOTOGRAPHY Brand Values Aspirational Artistic Confident Organic/ natural Friendly & approachable Traditional Real final artwork
65. Slide 69: case study: LEAH PHOTOGRAPHY Brand Guidelines Logo
66. Slide 70: case study: LEAH PHOTOGRAPHY Brand Guidelines Logo elements
67. Slide 71: case study: LEAH PHOTOGRAPHY Brand Guidelines Logo - greyscale
68. Slide 72: case study: LEAH PHOTOGRAPHY Brand Guidelines Typeface usage
69. Slide 73: case study: LEAH PHOTOGRAPHY Brand Guidelines Colour palette :: case studies list :: service case studies
70. Slide 74: Summary Think of your service in terms of a brand Service Journeys Touchpoints People Brand Personality Promise Performance (consistency)
71. Slide 75: Practical first steps Understand your audience / customers Define what you want to achieve & how you want to be perceived Map out customer journeys
72. Slide 76: Gavin Cawood gcawood@designwales.org.uk www.designwales.org www.seedesign.org